An Update of Real-World TV Advertising Tests

Ye Hu, Leonard M. Lodish, Abba M. Krieger, and Babak Hayati

An analysis is performed on the results of 50 recent real-world TV advertising tests conducted by Information Resources, Inc.

An Update of Real-World TV Advertising Tests

Ye Hu and Babak HayatiC. T. Bauer College of Business, University of Houston

Leonard M. Lodish and Abba M. KriegerWharton School, University of Pennsylvania

INTRODUCTION

The studies by Lodish et al. (1995a) and Hu, Lodish, and Krieger (2007; hereafter Hu et al.), based on IRI (Information Resources Inc.) tests completed between 1982 and 2003, suggested that TV advertising effectiveness for established products due to media weight change had improved since the mid 1990s. The finding that TV advertising effectiveness was dynamic over the long run suggested it...

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